Senior Growth Lead – Conversion Rate, Landing Page Optimization

PetLab Co.

Senior Growth Lead optimizing conversion rates and landing pages at PetLab Co., a rapidly growing DTC pet supplement brand. Leading hands-on creation and analysis of growth-focused landing pages.

Posted 7/23/2026full-timeLondon • 🇬🇧 United KingdomSeniorWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in Conversion Rate Optimization (CRO) and Direct-to-Consumer (DTC) growth strategies, with a strong focus on landing page development, A/B testing, and AI-driven copy optimization. Proven ability to analyze performance metrics and implement effective strategies to enhance customer engagement and sales.

Highest-signal resume keywords

Conversion Rate Optimization (CRO)Landing Page DevelopmentAI FluencyAnalytical SkillsDirect-Response Copywriting

ATS Keywords

Tailor your resume

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills

A/B TestingConversion Rate Optimization (CRO)Landing Page BuildingDirect-Response PrinciplesStatistical SignificanceOffer FramingObjection HandlingQuiz FunnelsSubscription Revenue ModelsPersonalization

Soft Skills

CollaborationCommunicationJudgment on Copy

Tools & Technologies

GA4HotjarClarityReploUnbounceShogunWebflowFunnelishClaudeChatGPT

Industry Keywords

DTC GrowthHealth and WellnessBeautyConsumer CategoryPaid Social Traffic Dynamics

About the role

Key responsibilities & impact

Own CVR and AOV across thepetlabco.com — product pages, landing pages, quiz funnels, listicles, advertorials, and offer pages
Build and launch landing pages end-to-end — concept, copy, structure, and build (page builders and/or working with dev), matched to traffic source and ad angle
Run a continuous testing program — hypothesis backlog, A/B and multivariate tests, post-test analysis, and a documented library of learnings
Fix message-match — ensure the story a visitor clicks on is the story the page tells, segmented by traffic type (pre-sold vs. curiosity/tease, cold vs. retargeting)
Drive AOV through offer architecture: bundles, subscription vs. one-time framing, upsells, cross-sells, order bumps, and pricing/anchoring tests
Direct conversion copy — work with AI and our internal copy team to produce headlines, leads, body, CTAs, social proof, and objection handling. You don't need to write every word, but you need to instantly know when copy will convert and when it won't — and be able to brief, edit, and sharpen it to get there
Use AI as a force multiplier — AI-assisted copy generation and iteration, AI-driven page teardowns and heuristic audits, rapid variant creation, research synthesis, and prompt workflows that let you test 10x more angles than a traditional CRO team
Collaborate with paid social so pages are built for the ads driving traffic to them, not in a vacuum
Report clearly — you'll own the numbers and communicate what's working, what isn't, and what's next

Requirements

What you’ll need

5+ years in DTC growth/CRO, ideally in supplements, health/wellness, beauty, or another high-velocity consumer category
A track record of measurably lifting CVR and AOV at scale — you can walk us through specific tests, the thinking behind them, and the results
Hands-on landing page building experience (Replo, Unbounce, Shogun, Webflow, Funnelish, custom builds — tool-agnostic, but you build)
Deep knowledge of what makes copy convert — direct-response principles, hooks, angles, offer framing, objection handling. You'll direct copy rather than write everything yourself (you'll have AI and an internal copy team), but your judgment on copy needs to be elite: you can look at a page and know exactly why it's leaking and how to fix it
Genuine, current AI fluency — you use tools like Claude, ChatGPT, or similar daily in your actual workflow: generating and iterating copy variants, auditing pages, synthesizing customer research, building prompt systems. This is a core requirement, not a nice-to-have. If AI hasn't changed how you work in the last 18 months, this isn't the role for you
Solid analytical chops — GA4 or equivalent, A/B testing platforms, statistical significance basics, session recording/heatmap tools (Hotjar, Clarity, etc.)
Deep understanding of paid social traffic dynamics — you know why a page that converts Facebook cold traffic dies with retargeting traffic, and vice versa
Nice to have:
Experience with quiz funnels and personalization
Shopify ecosystem experience (themes, apps, checkout optimization, headless)
Subscription/recurring revenue model experience
Experience using AI for creative production (image/video variants for page assets)
Familiarity with agentic AI workflows (Claude Code or similar) for building and iterating pages faster

Benefits

Comp & perks

Private Health Care through Vitality
Generous Annual Leave - 28 days + public and bank holidays
Help@Hand – Employee Assistance Programme
Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
Nursery Salary Sacrifice Scheme
Generous Learning and development budget – We always want you to keep learning.
Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin once a year.
Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
Working Environment – dogs are welcome!
Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
Discount Vouchers & Gym Memberships – get discounts at a whole range of retailers and gym memberships through our provider, WellHub.
Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental